Today’s consumer is bombarded with advertising messages across a number of outlets, so how can marketers hope to stand out in the crowd and resonate with
audiences? The Global Trust in Advertising Survey provides insight into which forms of advertising consumers say they trust and take action on.

Survey data from online respondents’ trust level in 19 advertising formats. Nielsen’s Q1 2015 Global Trust In Advertising Report and individual country
results for Singapore. The findings in the survey are based on respondents with online access and reflect claimed behavior.

The Nielsen Global Trust in Advertising Survey polled 30,000 online respondents in 60 countries to gauge consumer sentiment in 19 forms of paid, earned
and owned advertising mediums. The results identify the ad formats resonating most strongly with consumers and those that have room to grow. Importantly,
consumers around the world weigh in on the platforms most effective in driving action. Consumers also tell us the types of messages they most enjoy—and
not surprisingly, they differ by generation.

Structure of the Report Contents:

This report package includes the Global Summary Report as well as the individual survey response results for Singapore. The survey responses are presented
in Microsoft Excel tables and do not contain charts, graphics or additional analysis.